Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success

6. Capturing Shopping Dynamics in Store

Overview

Background

POPAI launched the third phase of the research after engaging senior researchers from leading brand marketers, retailers, and agencies convened to establish a strategy and develop a plan for building a more robust level of understanding of retail marketing. Although the group viewed proof of placement and audience quantification as necessary components for integrating retail marketing into media planning, the group wanted to move beyond audience quantification to measure and understand the actual interaction of shoppers with marketing material and messages in stores and their sales impact. The goal was to move beyond the traditional metrics of audience, return on investment, and message ...